If you have any price flexibility at all, then well before you get anywhere near
discussing the price, get the prospect to tell you:-
Where they want to be, at what point, in the medium-term future
What getting there will mean to them. And to their business, if relevant.
Where they are now
What things might stop them getting where they want to be
Which of these things could keep them awake at nights
Which of these things they most wish they could fix - If they had a magic wand
What their current strategy is for getting where they want to be
What tactics have worked well for them in similar situations in the past
What effect getting where they want to be would have on other people's view of them
How painful it will be if they don't get there
You will now have an extremely good idea - and more importantly, of course so will
the prospect - of the value to them of getting where they want to be.
But before you quote them your price, ask them about the budget that's available for
generating this return. On the one hand they can be made aware of what others
may call 'hidden extras', but you have brought them into the open.
On the other you can bring up all sorts of aspects of your terms and conditions, even
give them a broad band within which your price will lie - and seek firstly their reaction
and secondly their agreement, without ever having to actually state your price!
You have now created the environment where they can see the price you finally quote
as their investment in getting that value delivered, and that it shows a very good rate
of return!
To learn more about the benefits of value-based pricing for both customer and supplier, and a wealth of ideas on how you can apply these techniques in your business,
Register NOW for my September 29th 'Pricing By Value' Workshop.
If you can't be in Cambridge on September 29th, you can buy the DVD of the Workshop for only
£99.00 +VAT
David Winch
Pain Relief and Restorative Therapy for Sales and Marketing
Practical Help to Grow Your Business
David Winch specialises in working with smaller businesses whose Marketing function is not fully effective, with the result that they are worried about
meeting their sales and profit goals. David helps them craft more compelling messages and make better use of the internet, so they get more first
appointments, build better strategic alliances and create more effective keep in touch systems.
